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Kurt Shaver - Building a Social Selling Culture: New B2B Buying Habits

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Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/kurt-shaver …

Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/kurt-shaver

Session Overview
As B2B buying habits have changed due to the Internet, Social Selling has proven to be an effective way to reach decision makers early in the sales cycle. Still, Social Selling has been a bottoms-up approach for most corporations. That is because apps like LinkedIn and Twitter are free tools that salespeople started using before most corporations implemented any standards or training.

Now, sales leaders are wondering how to manage social activities to achieve higher sales productivity. In this session, you will learn:

- The Current State of Corporate Social Selling
- 3 Steps to Building a Social Selling Culture
- New Methods for Managing a Social Selling Team

More in: Social Media
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  • 1. #SalesSummit | @kurtshaver
  • 2. #SalesSummit | @kurtshaver Building a Social Selling Culture Turning Bottoms-Up Tactics Into Top-Down Strategies Kurt Shaver
  • 3. #SalesSummit | @kurtshaver kurt@thesalesfoundry.com @kurtshaver #SalesSummit
  • 4. #SalesSummit | @kurtshaver Agenda
  • 5. #SalesSummit | @kurtshaver Social Business Social Selling
  • 6. #SalesSummit | @kurtshaver Social Business Social Selling
  • 7. #SalesSummit | @kurtshaver Social Business Social Selling
  • 8. Isn’t LinkedIn just for finding a job?
  • 9. #SalesSummit | @kurtshaver The Aberdeen Group 31%Greater team quota attainment with social selling techniques
  • 10. LinkedIn = Social Media
  • 11. Talk to Marketing
  • 12. #SalesSummit | @kurtshaver Marketing Sales Rep B2B Lead Sources
  • 13. My salespeople know how to use LinkedIn. VP of Sales 500+ Connections
  • 14. #SalesSummit | @kurtshaver My salespeople know how to use LinkedIn. VP of Sales 500+ Connections
  • 15. #SalesSummit | @kurtshaver My salespeople know how to use LinkedIn. VP of Sales 500+ Connections
  • 16. #SalesSummit | @kurtshaver Managed Strategy and Formal Training Every Rep for Themselves Stages of Sales Technology Adoption
  • 17. #SalesSummit | @kurtshaver Managed Strategy and Formal Training Every Rep for Themselves Stages of Sales Technology Adoption
  • 18. #SalesSummit | @kurtshaver Managed via System Strategy and Formal Training Every Rep for Themselves Stages of Sales Technology Adoption
  • 19. #SalesSummit | @kurtshaver Degree of Difficulty
  • 20. #SalesSummit | @kurtshaver Degree of Difficulty
  • 21. #SalesSummit | @kurtshaver Degree of Difficulty
  • 22. #SalesSummit | @kurtshaver The Players
  • 23. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support
  • 24. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content
  • 25. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content Enthusiastic Top Rep Lead by Example
  • 26. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content Enthusiastic Top Rep Lead by Example Sales Manager Reinforce during Account Reviews
  • 27. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content Enthusiastic Top Rep Lead by Example Sales Manager Reinforce during Account Reviews Sales Ops Communications and Measurement
  • 28. #SalesSummit | @kurtshaver 3 Steps
  • 29. #SalesSummit | @kurtshaver 3 Steps
  • 30. #SalesSummit | @kurtshaver 3 Steps
  • 31. #SalesSummit | @kurtshaver 3 Steps
  • 32. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Introductions, Groups, Posts
  • 33. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Introductions, Groups, Posts
  • 34. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Introductions, Groups, Posts
  • 35. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Intros, Posts
  • 36. #SalesSummit | @kurtshaver Examples: Insurance: Connect with ABCs
  • 37. #SalesSummit | @kurtshaver Examples: Insurance: Connect with ABCs IT VAR: Intros outside of IT
  • 38. #SalesSummit | @kurtshaver Examples: Insurance: Connect with ABCs IT VAR: Intros outside of IT Staffing: Post co. blog and external source
  • 39. #SalesSummit | @kurtshaver 2. Training
  • 40. 2. Training
  • 41. Knowledge 2. Training
  • 42. Knowledge Discipline 2. Training
  • 43. #SalesSummit | @kurtshaver Elements Profile Network Prospect Engage
  • 44. #SalesSummit | @kurtshaver It Takes Time
  • 45. #SalesSummit | @kurtshaver 2. Training Options Miller-Spin- Centric
  • 46. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Miller-Spin- Centric
  • 47. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Socially Savvy Top Rep Miller-Spin- Centric
  • 48. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Socially Savvy Top Rep Traditional Sales Training Company Miller-Spin- Centric
  • 49. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Socially Savvy Top Rep Traditional Sales Training Company Miller-Spin- Centric Certified Social Selling Specialist
  • 50. How are we going to pay for social sales training? 1. Take from other budgets 2. Co-op funds for resellers 3. Roll up of assn. or dealers 4. Rep’s own wallet (reimburse?) 5. HR career development funds
  • 51. #SalesSummit | @kurtshaver 3. Manage
  • 52. What has been your highest viewed post this month? Does anyone here have high-level connections at that account? How many new appointments have you booked using LinkedIn?
  • 53. #SalesSummit | @kurtshaver LinkedIn Connections of Sales Reps Se… 0 50 100 150 200 250 300 350 400 450 500 Recommen… Rep14 Rep1 Rep26 Rep8 Rep27 Rep28 Rep3 Rep28 Rep27 Rep32 Rep30 Rep13 Rep4 Rep17 Rep33 Rep19 Rep31 Rep10 Rep35 Rep20 Rep15 Rep22 Rep31 Rep2 Rep24 Rep21 Rep29 Rep6 Rep5 Rep11 Rep16 Rep23 Rep25 Average 400 15 18 27 33 49 65 78 99 116129145151 178 179 185 195 227 228 235 248 257276 312 335 339 359 379 399 500 500 500 500 500 235 400 178 125 189 245264 204 432 342 411 378 234 428 467 406 488 500 463 500 432 500 431 422 432 463 500 500 500 485 500 500 500 500 500 407 # of Connections
  • 54. #SalesSummit | @kurtshaver Se… 0 50 100 150 200 250 300 350 400 450 500 Recommen… Rep14 Rep1 Rep26 Rep8 Rep27 Rep28 Rep3 Rep28 Rep27 Rep32 Rep30 Rep13 Rep4 Rep17 Rep33 Rep19 Rep31 Rep10 Rep35 Rep20 Rep15 Rep22 Rep31 Rep2 Rep24 Rep21 Rep29 Rep6 Rep5 Rep11 Rep16 Rep23 Rep25 Average 400 15 18 27 33 49 65 78 99 116129145151 178 179 185 195 227 228 235 248 257276 312 335 339 359 379 399 500 500 500 500 500 235 400 178 125 189 245264 204 432 342 411 378 234 428 467 406 488 500 463 500 432 500 431 422 432 463 500 500 500 485 500 500 500 500 500 407 # of Connections +5,994 L1 +1,000,000 L2 +XX,XXX,XXX L3 LinkedIn Connections of Sales Reps
  • 55. Website Visit Trade Show LinkedIn Twitter Track social lead sources the same way as traditional lead sources
  • 56. Social Selling Dashboard
  • 57. #SalesSummit | @kurtshaver 3 Steps
  • 58. #SalesSummit | @kurtshaver Find Out How Your Team is Doing • 10 LinkedIn KPIs • Compare to industry benchmarks • Establish baseline
  • 59. #SalesSummit | @kurtshaver Find Out How Your Team is Doing thesalesfoundry.com/score *Report fee waived through April for qualified companies of 25+ reps • 10 LinkedIn KPIs • Compare to industry benchmarks • Establish baseline